PENGARUH AKSESIBILITAS DAN DAYA TARIK WISATA TERHADAP KEPUTUSAN BERKUNJUNG WISATAWAN KE PEMANDIAN ALAM SEMBAHE KABUPATEN DELI SERDANG

Abstract

This study examines the influence of accessibility and tourist attractions on tourists’ decisions to visit Sembahe Natural Baths in Deli Serdang Regency. The research employs a quantitative approach using an associative research design to analyze the relationship between independent and dependent variables. Primary data were collected through questionnaires distributed to 100 tourists selected using accidental sampling techniques. The research instrument was tested for validity and reliability, and hypothesis testing was conducted using multiple linear regression, partial tests (t-test), simultaneous tests (F-test), and the coefficient of determination (R²) in SPSS. The results indicate that accessibility has a positive and significant effect on tourists’ decisions to visit, with a significance level of 0.001. Tourist attractions also have a positive and significant effect on visiting decisions, with a significance value of 0.000, and are identified as the most dominant variable influencing tourists’ decisions. Simultaneously, accessibility and tourist attractions significantly affect visiting decisions, as indicated by an F-value of 0.000. Furthermore, the coefficient of determination (R²) of 0.804 indicates that accessibility and tourist attraction variables explain 80.4% of the variation in tourists’ visiting decisions. In comparison, other variables outside the research model explain the remaining 19.6%. These findings confirm that improving accessibility and maintaining attractive tourism resources are essential strategies for increasing tourist visits to Sembahe Natural Baths.